How to set up the Pinterest Conversions API

Pinterest describes it as a server-to-server connection for conversion data:

• It can send web conversions, in-app conversions and in-store or offline conversions
• Pinterest uses the events for campaign optimisation, targeting and conversion reporting
• It works alone or alongside the Pinterest tag. Pinterest recommends a dual set-up that sends the same events through both, with deduplication switched on
• Anyone with a Pinterest business account can use it. It doesn't need an app or app ID, and it doesn't give you access to the wider Pinterest API
• If you only want offline conversions and have no developer, you can upload an offline events file in Ads Manager instead

Sources: Pinterest Business Help: The Pinterest Conversions API, checked 15 October 2026; Pinterest Business Help: Getting started with the Conversions API, checked 15 October 2026

Pinterest's partner page compares the options like this. Its overview page puts the whole range at anywhere from a few hours to a few weeks.

• Commerce platforms on Pinterest's list include Shopify, WooCommerce, Salesforce Commerce Cloud, TagRocket for BigCommerce and VTEX
• Tag managers on the list include Google Tag Manager and Stape, and Zapier appears under system integrators
• If your shop already runs on a listed platform, start there before paying for a developer

Sources: Pinterest Business Help: Conversions API third-party partner integrations, checked 15 October 2026; Pinterest Business Help: The Pinterest Conversions API, checked 15 October 2026

Pinterest's help centre gives these steps:

1. Log in to your Pinterest business account.
2. Click the menu icon at the top left of the page.
3. Under Manage business, click Conversions.
4. Select Set up API from the left-hand navigation.
5. Click Generate new token.
6. Copy the token and your ad account ID, and share them with your developer along with Pinterest's developer docs.

• Pinterest's developer docs describe the same screen as Ads Manager, Ad Account Overview, Conversions, Conversions API, Set up API, then Conversion access token. Follow whichever matches what you see
• A conversion token is enough if you only use the Conversions API. Other API endpoints need an OAuth token with at least the ads:write scope
• To work on an account you don't own, set up business access. Pinterest doesn't recommend sharing tokens unless there's a secure way to do it

Sources: Pinterest Business Help: Getting started with the Conversions API, checked 15 October 2026; Pinterest Developers: Track conversion events in the API, checked 15 October 2026

Pinterest's developer docs mark these fields as required, with formatting rules your developer should follow:

• event_name: a standard event such as checkout, add_to_cart, lead, page_visit or signup. You can define up to 15 custom event types per advertiser ID
• action_source: where the event came from, either web, app_android, app_ios or offline
• event_time: a Unix timestamp in seconds
• event_id: a unique ID such as an order number. Pinterest also uses it to remove duplicates between the API and the tag
• user_data: at least a hashed email address, hashed mobile ad IDs, or the customer's IP address and user agent together. Personal details such as email and phone are sent as SHA-256 hashes
• Timing: send events as close to real time as possible. Pinterest's pages say under 1 hour

Sources: Pinterest Developers: Track conversion events in the API, checked 15 October 2026; Pinterest Business Help: Getting started with the Conversions API, checked 15 October 2026; Pinterest Business Help: The Pinterest Conversions API, checked 15 October 2026

Check the set-up before relying on the numbers:

1. Ask your developer to send test events to the events endpoint with test=true and review the response codes.
2. In Ads Manager, open the Conversions tab and click Test Events to see results, warnings and recommendations.
3. Check deduplication: click Ads, choose Conversions, select Events Overview, click an event, then select Deduplication.
4. Open Event Quality under Conversions to see your Event Quality Score of Good, Fair or Needs improvement.

• Conversions counted twice: send the same event_id from the tag and the API so Pinterest can remove duplicates
• Score below Good: add more customer details and product details to each event, check the hashing, and send lower-funnel events such as checkout
• Score looks off: scores use a 14-day average, and the 1-day view can differ while you test changes
• Each parameter in Event Quality has a Download button with a sample of affected events, which helps your developer find the fault

Sources: Pinterest Business Help: Validating your set-up with event testing, checked 15 October 2026; Pinterest Business Help: Event Quality Score, checked 15 October 2026

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